Strong opinions. Candid advice.

DAM Scenario 3: Advertising and Marketing Asset Management

Whether you're looking for a DAM system to function as a single source of marketing assets or you're ready to position DAM as the prime content engine underneath your marketing technology stack, you may need an unusually wide range of capabilities to address these challenges.

DAM Scenario #3 is "Advertising & Marketing Asset Management."

Advertising and Marketing Asset Management

Many enterprises use DAM as the authoritative source for marketing and brand content. It becomes the single source of this material for direct distribution to internal and external stakeholders, either directly as DAM system users, or indirectly through a portal, website, or other distribution application.

Marketing groups commonly create and assemble marketing collateral in conjunction with internal or external design or creative groups. Ad agencies and design groups often create print advertising as part of a marketing campaign. The core of this effort is the creative workflow, which includes creating or accessing assets to incorporate into a new design or layout document and iteratively reviewing the process with the client.

This workflow may require multiple variations of the ad, each representing a different idea, or presenting the same idea with a different theme. It may require access to stock photos, stock video, and specific images, as well as to textual copy, brand imagery, and logos. You must manage all of these assets and versions of the ad.

This effort may require creating multiple pieces of marketing collateral simultaneously or in parallel, and there may be significant shared copy and assets between the pieces. You need to track the status and maintain the relationships between related assets, as well as gain access to stock photos and specific images.

"This research is an excellent review of the DAM technology marketplace. For anyone considering a DAM deployment or taking the next steps to build on an existing system, RSG's Digital Asset Management Research is an essential reference. Whatever your background or role in your particular project, you will find the information and answers that you are looking for."